Online video advertising – expanding appeal, but at the right price
As we enter our sixth year in the online video advertising space, VoD is widening its appeal with enhanced audience targeting, data, formats and content range.
The trend for 2012 is likely to show media buyers setting criteria for the price they pay for online video advertising based on whether it is running against good quality content, video that is being consumed from display ad units within online games or on long-tail websites. It all has a value to advertisers but at different price points.
October 17, 2011
It's no surprise that Advertising Age has dedicated an entire issue to the topic of audiences. When properly applied, audience targeting allows advertisers to create a 360-degree profile of their consumer base, discover who their visitors really are and identify "hidden" audiences and what they spend their time doing online.
Brand environment remains a key consideration for media buyers when they are placing online video advertising campaigns, according to the latest UK Online Video Advertising Market Report by Collective Video.
Many brand marketers still rely on the click as a success metric for their campaigns. Collective found that optimising for clicks on any given campaign can be detrimental to branding success metrics such as brand lift.